SHIFTAZINE is about celebrating what is out there, already in your life, right in front of you.
SHIFTAZINE aims to give some useful insights, to pose some questions, and to make you look at everything differently.
Hopefully, it will help shift the contemporary perception of beauty and aesthetics.
SHIFTAZINE is created by Jacqueline Hill and is associated with DESIGNASAW.

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30 October 2012

The colour ways of the 1940s and 1950s possessed a subtlety
and depth that has been lacking in the popular culture design colour palette
for a while. The colours of that time had
a softness that wraps around the user like a comfort blanket.

The colour plays in this article are based on a series of
1940s wartime magazine covers. Some of these colour plays utilise the same
colour palette, seen at base of page. They are exercises in engaging a different
combination or placement of the same colours to create different atmospheres or
ambiance.

Whether the palette is based on primary colours (red, yellow
and blue) or a more subtle palette of soft grey greens and sand hues, the
results and dialogue can be truly exciting and not dated.

These palettes could be the source of endless
possibilities. Play with colour. Be brave and don’t be a slave to what is
considered the “NOW” palette. Invent
your own “NOW”.

An online magazine about all the things that one thinks are ordinary but are really extraordinary. It looks at interiors, styles, foods, objects, and just about anything that constitutes a beautiful internal life.
SHIFTAZINE has been created and developed by Jacqueline Hill over the past few years while she has been working in the world of visual communication. The overall design and art direction, images and text are created by Jacqueline Hill in the most part, although like minded friends contribute to the project from time to time.
This design venture is an attempt to find out if the new formats of visual communication can be successfully combined with the established processes and dissemination of information. Its a brave new world out there, where the old rules do not really apply and the new ones are still fuzzy. So Jacqueline is keen to experiment, create, communicate while bringing SHIFTAZINE to life.
SHIFTAZINE will hopefully be a vehicle to shift people's attitudes in a positive and constructive way - to become inventive and have some fun with reinventing.